Category : Benchmarks

Many businesses spend a disproportionate amount of time tweaking copy, design and interactive content for their homepage. Yet they miss the fact that the action is increasingly elsewhere.
Homepage traffic has traditionally been seen as a proxy for ‘brand’ searches – especially when the actual search terms driving traffic are ‘not provided’. Now, brand search traffic may be finding other landing pages directly.
Our hypothesis was that over the last 2 years the number of visits which start at the homepage, on the average website, are decreasing.
To prove this, we looked at two categories of websites in Littledata’s website benchmarks:
Websites with more than 20,000 monthly visits and more than 60% organic traffic (227 websites)
Large websites with more than 500,000 monthly visits (165 websites)
In both categories, we found that the proportion of visits which landed on the homepage was decreasing: by 8% annually for the smaller sites (from 16% of total visits to 13% over two years), and 7% annually for the larger sites (from 13% to 11%).
If we ignore the slight rise in homepage traffic over the November/December period (presumably caused by more brand searches in the Christmas buying season), the annual decline is more than 10%.
From the larger websites, only 20% showed any proportionate increase in homepage traffic over the 2 years – and those were mainly websites that were growing rapidly, and with an increasing brand.
I think there are three different effects going on here:
Increased sophistication of Google search usage is leading to more long-tail keywords, where users want a very specific answer to a question – usually not given on your homepage.
The increase in mobile browsing, combined with the frustrations of mobile navigation, is leading more users to use search over navigation – and bypass your homepage
That Google’s search-engine result page (SERP) changes have made it less likely that brand searches (searching for your company or product names) will navigate to your landing page – and instead browse social profiles, news, videos or even local listings for your company.
In conclusion, it seems that for many businesses the homepage is an increasing irrelevance to the online marketing effort. Spend some time on your other content-rich, keyword-laden landing pages instead!
And would you like to see if you are overly reliant on your homepage traffic, compared with similar websites? Try Littledata’s reporting suite.
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In internet marketing, conversion optimisation, or conversion rate optimisation (CRO) is a system for increasing the percentage of visitors to a website that converts into customers, or more generally, takes any desired action on a web page. Let's find out how you can improve your conversion rate optimisation with some easy to implement ideas.
To start improve your conversion rate optimisation you need tools and analysis.
Analytics
Google Analytics (free)
KISSMetrics
Mixpanel
Segment.io
Chartbeat
Clicky
RJ Metrics
Woopra
Chart.io
Custora
Sumall
GoodData
Omniture
There are more, and depending on your business size, type and traffic you’ll need to determine which is best for you. For most companies Google Analytics is plenty. If you want to have a cohort analysis, using a combination of Google Analytics and KissMetrics will do the trick.
User Surveys
Qualaroo offers online surveys that allow you to ask questions on specific pages or at specific points in your funnel.
Survey Monkey is an online survey tool, which helps create surveys, customer feedback and market research via email and social media.
SurveyGizmo is a software company focusing on creating online surveys, questionnaires, and forms for capturing and analysing data.
PollDaddy is a user-friendly polling software that can be used to get user feedback via email or social media.
Survey.io is a fixed survey designed for startups to determine if their product is delivering an irreplaceable must-have experience.
User Testing
Optimizely is a website optimisation platform focused on A/B and multivariate testing, making them easier to use and understand on your site.
Google Content Experiments is integrated with Google Analytics and is Google’s free website testing and optimisation tool.
Visual Web Optimiser also focuses on an easier approach to A/B and multivariate testing but includes behavioural targeting, heatmaps, usability testing, as well.
Unbounce also offers A/B testing, while focusing predominantly on the efficiency of your landing page.
Google Optimize, a new tool from Google will conduct A/B tests for free and it is currently is gradually rolling out.
Now, with one of each category, we can run tests and improve our conversion rate optimisation and also our revenue.
1. Site Speed
This factor can't be ignored. As the Tag Man blog reports, a single 1-second delay in page-load can result in a 7% decrease in conversions. Pay attention to your site speed to ensure your optimisation efforts aren’t in vain. Use an analytics tool to find your Page Speed. For ecommerce the conversion rate is a closed sale, but for a blog the conversion can be any goal you want.
How to fix this:
Minimise HTTP Requests.
Reduce server response time.
Enable compression.
Enable browser caching.
Minify Resources.
Optimise images.
Optimise CSS Delivery.
Prioritise above-the-fold content.
2. Take advantage of what you have
Your website is your salesperson. A good salesperson markets their most appealing and important attributes. Double-check your website and make sure you’re communicating your value and advantages. Also, be sure to track these interactions and how people react. Use an analytics platform to measure the importance.
Social proof. Testimonials will give users a feeling of security and trust.
Appeals to authority. Try to find a trend, belief, or position that’s advocated by someone of stature in your area of expertise to promote you.
Third party validation. A variant of the social proof above, but instead of testimonials you can use trusted brand logos to borrow their brand equity for your brand.
Build a community. Users are the main reason to be online. Give them a way to participate in comments, reviews and feedback.
Referrals. Try to make your clients your most important advocates. Help them refer you, with incentives like discounts or free gifts to users who recruit others through email, social media, etc.
3. Raise Your Average Order Value (AOV)
Here are a few methods of increasing your AOV. You can improve your revenue even without improving your conversion rate.
Bundle the products. Combine complementary products, and give the user a discount for purchasing them as a bundle. You can A/B test, measure and survey to find out what has the biggest impact.
Promotions. Promotions come in many shapes and forms (free shipping, 1+1, 2+1, etc). Implement Enhanced Ecommerce if you're an ecommerce store and track the promotions interaction and how each contributes to the sale.
Rewards. Loyalty programs will keep users returning. In particular, programs that reward higher levels of spending (escalating coupons are an example of this) can positively impact AOV. Track this with an analysis platform as with a user-centred platform.
4. How Friendly is your online presence?
Do you have a responsive website? There is a good chance that some of your users will be arriving via their phones and tablets, and almost nothing is more difficult to navigate than a site that's not mobile-friendly. If a user cannot navigate your site, they can’t become customers. Compare your conversion rate with your analytics platform for each device.
Does your website work on most browsers? Not all browsers are built the same–that goes without saying, but do you know what browsers are most popular among your users? There is a chance that your site is awesome on Chrome, but a mess on Internet Explorer. Do the research. Load up the browsers and make sure a user’s arrival is always solid. Fixing any browser specific issues could result in a rise in conversions.
Do you have a healthy privacy policy? It is good to show users their information is secure: signals, like SSL (https://) lock images, trusted badges, and social proof can all allay fears. Make sure you have a complete privacy policy linked from the footer of every page on your site.
Do you speak your client's language? If you're a client based website that accessible worldwide, wouldn't you want to adjust to offer your services to your audience? If you’re ignoring language support, you could be losing vital clients.
Did you build your website starting from the user? No user will ever complain that your site is too easy to use, fast or clear. How many clicks does it take for a user to get to your must have experience? Have you ever counted? Make sure you are thinking as the client where less is more.
Do you adjust for your customers time? Information on your landing page should be prioritised by importance. You typically have five seconds to convince a visitor to stick around. Make the most of that brief moment in time. How good is your hook, and how well do you deliver on the promise?
Are you adapting to the new video trend? A video on your landing page has the chance to drive conversions. Consider YouTube, or other services as long as users do not have to download additional plugins.
Can your customers leave ratings and reviews? Having reviews and ratings bring real feedback from real clients. Clients are then more likely to make a decision based on what they read from other perspectives.
Have any questions? Get in touch with our experts!
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The biggest day for online retail sales among Littledata’s clients is the Sunday after Black Friday, followed closely by the last Sunday before Christmas.
Which is more important - Black Friday or Cyber Monday?
Cyber Monday saw the biggest year-on-year increase in daily sales, across 84 surveyed retailers from the UK and US.
In fact, Cyber Monday is blurring into the Black Friday weekend phenomenon – as shoppers get used to discounts being available for longer.
We predict that this trend will continue for 2016, with the number of sales days extending before and after Black Friday.
Interested in what 2016 will bring? Stay tuned for our upcoming blog post!
Want to see how you did against the benchmark? Sign up for a free trial or get in touch if you have any questions!
Get Social! Follow us on LinkedIn, Twitter, and Facebook and keep up-to-date with our Google Analytics insights.

We’ve got some exciting news! We’ve launched some great updates on our web app, which will make your lives a little easier. Find out how the navigation has improved and new in-app messaging will help you find out more, get a glimpse into our trend detection algorithm and new reports on mobile devices!
Our mission is to make the way you gain access to important analytics, an all-around easier process and we know we’re heading in the right direction with these updates. We already give you actionable and easier to understand insights of your Google Analytics and now we’ve made the experience more friendly based on your invaluable feedback!
Find your reports quicker
We’ve improved the navigation of the web app, giving you one new category, and two updated categories on the left-hand side of your profile, which are now simpler to find and easier to understand.
There are currently three categories: Dashboard, Benchmark, and Reports, which will be visible to you depending on your Littledata package. Instead of having them in separate locations, we brought them together into one navigation panel so that you can find specific reports and findings quickly based on your current questions or company needs.
Under the reports category, we have changed types of reports into tags. Now you can select one or multiple tags, and decide how you prefer to view the different types of insights you get. For example, if you want to view your trends reports with tips you’re getting, then all you need to do is select those two.
The benchmark category brings together all the benchmark metrics available for your site, and to see more detail click on the individual benchmark you’re interested in. You can still see the category you are being benchmarked against just above your benchmarks. If your current category is ‘all websites’ then you should make this more specific by updating the category in the settings.
The Dashboard is the latest addition to these categories, which we added to be able to provide a flexible and customised solution that is perfect for reporting needs that go beyond standard Google Analytics reports. See below for more detail.
Get our custom dashboard
This is a new feature, available to clients who are also receiving consulting services on top of our Pro package. Please contact one of our lovely experts if you’d like to know more about these features, and how they can give you the results you strive for.
The dashboard category is completely customisable, which we develop through consulting services by going over what your goals and needs are, and then creating these reports for simple and actionable insights of your data.
These reports are completely flexible and allow you to see metrics that are difficult to view in Google Analytics, which include:
Calculations, such as performance changes in percentages and conversion rates
Combined metrics and dimensions from different reports
Custom visualisations of trends based on how you prefer to see the data. Want to include a pie or bar chart? Not a problem.
A custom schedule for dashboard data refresh. If your reporting requires weekly, quarterly or annual updates, we’ll set it up for you.
Customised reports based on your formatting preferences, so if you'd like to include your brand colours, it's a possibility!
Our smarter algorithm
When we started Littledata, we developed a trend detection algorithm to find significant changes in your data and send you alerts, reducing the time spent wading through data in Google Analytics. But as times change and data gets busier, we needed a better way to serve your reporting needs.
So recently we collaborated with mathematicians to improve the algorithm, which is now sensitive enough to pick up small changes in low traffic website, but also specific enough to ignore the random noise of daily traffic. Want to hear more about this intriguing story? Find out more in our blog post: Making the detection of significant trends in your traffic easier to see!
Are mobile devices losing you customers?
Analytics from mobile devices is extremely important. Through our web app, you will find out how many transaction or users you lost due to poor experience on mobile devices.
According to Dave Chaffey at Smart Insights, 80% of internet users own a smartphone. A growing number of people are searching through their phones and as a result, we’ve incorporated mobile devices reports. They will spot and highlight potential issues around responsiveness, layout or bugs. Finding out which devices are the worst will allow you to optimise your website and campaigns to capture all of these individuals.
Your personalised communication
We completely agree with Intercom’s belief that “customers today want to communicate with the people behind the business, not with a faceless brand”! This is why we’ve integrated their messenger into our web app so that you can chat with us directly and quickly.
There’s a great deal of custom features available, including formatting, delivery, and most importantly the different ways to respond. You can choose your own way to chat and react, with images, audio, emojis, video, and more. If you want to know more about the expert you’re talking to, you can view their profile within the app. Our customer experience is key in our business model and we hope this function delivers that.
If you have any questions regarding any of the new features, please contact us, or use the in-app messenger!
Image credit: Image courtesy of Smart Insights and Intercom

UK-based websites are 5 percentage points better than their US peers at keeping mobile users engaged (with a lower bounce rate), and 2.5 percentage points better at keeping the users from desktop / laptop computers engaged.
For bounce rate from email marketing, the difference was also 5 percentage points (a 14% better performance from UK websites).
The comparison is based on the Google Analytics data from 209 UK companies and 95 US companies collated by Littledata.
The British web industry has benefited from earlier smartphone adoption in the UK (81% vs 75% in the US; source: MarketingLand), and overall greater internet usage from UK consumers (source: Econsultancy). That should put UK-based developers in a great position to sell their experience to other countries with increasing internet adoption
An example is MADE.com, a London-based furniture retailer which has used superior online customer acquisition to drive growth across the UK and continental Europe.
Littledata founder, Edward Upton, explains:
“It’s usually hard to get a hold of industry data to compare digital product performance against similar companies, but Littledata’s benchmarks provide a simple way for companies to find website features that are underperforming.”
If your website beats those benchmarks that should not stop you improving. Whilst it’s great to know you’re doing well in a particular area, there are many comparative metrics you can check with our benchmarks to fully understand your performance overall.
If your site is struggling with engaging users, then check out our suggestions on improving your bounce rate .
Want to know how your site performs?
Head over to Littledata Benchmark page and click 'Benchmark your site' to check your performance against others.
How Littledata benchmarks work?
We gather data from thousands of Google Analytics profiles, and anonymise them in a series of benchmarks, to give insight into how your marketing efforts are paying off.
With this benchmark data, you can stop being in the dark about how your website performs and sign up to see how your site compares. Our customers also receive daily insight into site or app performance with our actionable trends reports.
You can explore these and other benchmarks via Littledata Benchmark index page.
How would you use benchmarks in your daily work? Leave your comments below.